When Gwyneth Paltrow attended the Sage Summit in Chicago Friday, she made a shocking statement: She wants to separate herself from her lifestyle brand, Goop. Paltrow founded the company in 2008, but simply doesn’t want to be associated with it anymore.

The 43-year-old actress said it will ultimately benefit the company if she takes a step back.

“In order to build the brand I want to build, its scalability is limited if I connect to it,” Paltrow said. “So I always think: ‘How can I grow the brand? How can I separate myself from the brand?’ and I think its going to be more its own brand.”

Paltrow added: “My dream is that one day no one will remember that I had anything to do with it.”

It’s hard to not call it a “conscious uncoupling.” Paltrow famously used the phrase when she split from ex-husband Chris Martin in 2014.

Separating herself from Goop doesn’t mean she’s not going to be involved, though.

"The challenges I encounter every day running a business and operating a business are incredibly fulfilling, and totally terrifying and really awesome," Paltrow said. "It's been an amazing journey."

Paltrow likes to “push the needle” when it comes to her brand. “We want to become the first truly modern lifestyle brand built on a digital platform and everything that encompasses,” she said.

Paltrow and Martin, the lead singer of Coldplay, officially split in May. The divorce took nearly two years to complete. They agreed to share custody of their children: daughter Apple, 11, and son Moses, 9.

They have continued to remain close. “So...we’re not living together, but he’s more than welcome to be with us whenever he wants. And vice versa: I sleep in his house in Malibu a lot with the kids. We’ll have a weekend all together; holidays, we’re together,” she told Glamour Magazine in February.

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